Using the Psychological Commitment to Team (PCT) Scale to Segment Sport Consumers Based on Loyalty

By Daniel F. Mahony, Robert Madrigal, D. Howard. Sport Marketing Quarterly, 2000

470 citations recorded by the source corpus.

The purpose of this study was to develop a psychological commitment to team (PCT) scale to be used in segmenting sport consumers based on loyalty. Previous research on the loyalty construct suggested the importance of using both behavioral and attitudinal measures when attempting to assess the loyalty of consumers (Backman & Crompton, 1991a; Day, 1969). Although measures of behavioral loyalty are readily available in team sports (e.g., attendance, television viewing), no appropriate measure of attitudinal loyalty was available prior to the current study. A number of statistical procedures and four separate data collections were used to assess the strength of the PCT scale. The PCT scale provides sport marketers with a reliable and valid measurement tool for differentiating consumers into discrete segments based on the strength of their overall loyalty. Alternative strategies for strengthening fan allegiance for each of the different loyalty segments are provided.

Subfields: Information Systems and Management, Marketing, Organizational Behavior and Human Resource Management

View Paper: https://www.semanticscholar.org/paper/95d9f0662b5d7271b3ee060f388004611262b1b2

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Citations in the corpus

Consumer loyalty: the meaning of attachment in the development of sport team allegiance. (2006, background): “that a person’s desire for self-esteem and sense of belonging to a group through affiliation and success of the team can lead to commitment and consistent behavior (Fink et al., 2002; Mahony et al., 2000; Wann & Branscombe, 1993).”
How Visitors and Locals at a Sport Event Differ in Motives and Identity (2008, background): “A number of scales purporting to measure sport fan motivation have been developed (e.g., Madrigal, 1995; Mahony et al., 2000; Wann, 1995; Zhang et al., 2001).”
Difference in Interrelationship between Spectators’ Motives and Behavioral Intentions Based on Emotional Attachment (2008, unknown): “It was consistent with the finding from previous research, indicating that increased behavioral support such as increased attendance can be generated by team victory (e.g., Mahony, Madrigal, & Howard, 2000; Mahony et al., 2002; Wann & Branscombe, 1993).”
Direct and Interaction Effects of Team Identification and Satisfaction on Intention to Attend Games (2003, unknown): “Both a strong psychological attachment (i.e., favorable attitude) and a high intensity of consumption are necessary to form true loyalty (Backman & Crompton, 1991; Dick & Basu, 1994; Mahony et al., 2000).”
Divided Loyalty? An Analysis of Fantasy Football Involvement and Fan Loyalty to Individual National Football League (NFL) Teams (2011, methodology): “Previous research has determined that neither construct is mutually exclusive or more important than the other, but fan loyalty cannot be sufficiently explained without understanding the relationship between the two components (Backman & Crompton, 1991b; Gladden & Funk, 2001; Mahony et al., 2000).”